Darren Pfeffer Joins PRG As Chief Commercial Officer

Concert production leader PRG has added industry veteran Darren Pfeffer in the newly created role of chief commercial officer, where he will report to recently named PRG CEO Lawrence Burian.

Pfeffer as chief commercial officer will lead PRG’s revenue strategy and partner across the organization to drive growth, deepen client relationships, and expand PRG’s position in the global marketplace, according to the announcement.

Pfeffer brings nearly 30 years of leadership experience spanning live entertainment and venue management, most recently serving as president of DPS (Diversified Production Services), a Live Nation Entertainment company, where he led global operations across hundreds of live entertainment, broadcast and corporate events each year.

During his tenure, the organization powered some of the industry’s most high-profile productions, including multiple Super Bowl Halftime Shows, the annual Global Citizen Festival in New York City’s Central Park, and FIFA’s inaugural halftime show at the FIFA Club World Cup 25. Pfeffer’s prior experience includes time at Madison Square Garden Entertainment, where he oversaw the company’s live entertainment portfolio across venues including Madison Square Garden, Radio City Music Hall and Beacon Theatre in New York, as well as the Forum in Los Angeles and Chicago Theatre. He also previously held senior leadership roles at iHeartMedia.

“Darren brings a perspective few people in this industry have — he’s seen how the best productions come together from the rights holder side, the venue side and the production management side. That experience is exactly what we need as we continue to grow,” said Lawrence Burian, CEO of PRG. “He is equally known for building terrific internal working cultures where teams are empowered to serve clients with passion and excellence. I’m confident he will be a strong partner to our teams and our clients.”

Pfeffer added in the announcement, “PRG has built something rare in this industry: a truly global operation with the people, the inventory, and the expertise to deliver at any scale. I’ve worked alongside this team from multiple sides of the business and have long admired what they’ve built. I’m excited to be part of what comes next.”

PRG is a leading technology provider within the live events industry, including major music tours, festivals, TV & film and corporate live events, with 38 offices worldwide, with expertise in the fields of video, lighting, rigging, staging, virtual productions and set and automation systems.